The spirits company made its fans part of the production process, allowing them to vote on what locations and camera angles to use via Instagram polls, letting its consumers have an active role in brand content creation

In an interview, PSFK speaks with Matt Trotta GM of North America of Playbuzz, an interactive storytelling platform, on consumers' content consumption patterns and how brands can attract an engaged audience

With IGTV, creators can posts vertical videos optimized for smartphone screens that are up to one hour long, providing a new and engaging platform for followers to connect to the accounts and brands they love